Xây dựng kế hoạch MARKETING 01

Xây dựng kế hoạch MARKETING Kế hoạch marketing phải rõ ràng, xúc tích và là tài liệu đã được cân

MARKETING PLANFORSand Valley Computers by: James Smith111 Manufacturing RoadWESTSIDE, NEW YORK 90000(212) 999-0808Presented to:Jane Doe c/o Manufacturing National Bank00/00/19xxCopy ____ of ____ copies distributed This marketing plan contains information that is not to be shared, copied, disclosed or otherwise compromised without the consent of Sand Valley Computers. Sand Valley Computers Marketing PlanTable of ContentsIntroductionExecutive Summary5Mission5Objectives5The BusinessBusiness Background7Product/Service Description7Distribution8Marketing Personnel8Macroenvironmental AnalysisEconomic Analysis9Industry Analysis9Legal Analysis10Socio-Cultural Analysis10Technological Analysis11Market AnalysisMarket Definition12Market Segmentation12Customer/client Needs & Requirements13Competitors13Issues and OpportunitiesStrengths16Weaknesses16Opportunities16Threats17Resulting Issues17Table of Contents Sand Valley Computers Marketing PlanGoalsFinancial18Marketing18General Marketing StrategyTarget Market20Positioning20Specific Marketing StrategyProduct, Branding, Packaging Strategy21Pricing Strategy23Distribution Strategy25Personal Selling Strategy27Advertising Strategy28Direct Marketing Strategy30Sales Promotion Strategy31Publicity and Public Relations Strategy32Specific Marketing Program(s)Product, Branding, Packaging Programs34Pricing Programs35Distribution and Placement Programs35Personal Selling Programs36Advertising Programs36Direct Marketing Programs37Sales Promotion Programs38Publicity and Public Relations Programs38Risk Analysis and PlanningDescription of Risks40Contingency Plans40Research & Development41Marketing Research42Implementation and ControlSales Forecast43Table of Contents Sand Valley Computers Marketing PlanMarketing Budget & Income Statement45Monitoring of Programs46Table of Contents Sand Valley Computers Marketing PlanIntroductionExecutive SummarySand Valley Computers (SVC) provides low-priced reliable personal computers. Its success has been its ability to provide PC’s in the Sand Valley Area, the world’s largest concentration of computer and Internet users, at very low prices while providing excellent service. Seventy-five percent of SVC’s customers are individual consumers. The remaining customers are enterprise customers, ranging from start-ups to Fortune 500 companies. SVC plans to grow sales by 20% over current year through a new product line. SVC is planning to take advantage of the booming Internet industry by building a new Internet-only device. This new type of computer, typically referred to as the Internet Box or IB, is an Internet-only machine, with little functionality in common with the traditional desktop PC.The IB is a very low cost alternative to the PC for Internet access. This new type of computer will make the Internet more affordable for non-PC owners who are interested in Internet access. Currently, only half of the US households own a PC. The market potential for the IB is significant.SVC will be able to assemble this new generation of computers using its existing supplier base and continue to offer the same level of service and reliability it has enjoyed with its successful base business. In anticipation of seasonal holiday purchases, SVC plans to ship its first IB products by October 19xx.MissionThe purpose of SVC is to provide the most reliable, high quality computer systems at the lowest possible prices to Sand Valley Area computer users. Using the latest technology available, SVC seeks to strengthen market share so that its employees and owners benefit from the company’s success.ObjectivesIncrease sales by 20% over current year through IB product line expansion and continued PC growth, with a local market share goal of 6%.Introduction 5 Sand Valley Computers Marketing PlanObjectivesDescriptionLast Year This Year ProjectionDec 1998 Dec 1999 Dec 2000Gross Sales$7,250,000 $8,500,000 $10,200,000Growth Rate --- 17% 20%Market Share5% 6% 6%Introduction 6 Sand Valley Computers Marketing PlanThe BusinessBusiness BackgroundSVC is located in Sand Valley, CA, the heart of the world’s computer and software industries. SVC is a non-public company, its original founder, Steve Worker, holds a majority 51% of the company stock.The company has 35 employees working out of two warehouses, one housing the management and administration offices. Mr. Worker is the General Manager overseeing three key managers. This team consists of a Finance and Purchasing Manager, a Sales and Marketing Manager, and an Operations Manager, who also manages the Human Resource function.SVC’s core business is to provide complete personal computer systems. Sand Valley Computers’ has experienced significant growth in a highly competitive industry, and has maintained its ability to compete locally by providing quality products, efficient service, and competitive prices. SVC will expand its product line based on this same business model.Product/Service DescriptionThe recent boom of the Internet and its productive uses for individuals and businesses has created new market opportunities. Current projections forecast Internet access to grow 100% annually over the next five years. The specific opportunity that SVC will pursue is to provide a “stripped-down” personal computer with high-speed modem or network access at a very low price. These new generation computers are called Internet Boxes or IB's. Many companies, wholesalers, and retailers are working to provide this new type of networking computer. SVC plans to offer this product to capture a 6% local market share in this emerging product category. The personal computer is still a relatively expensive purchase for families and small businesses, representing approximately 8% of the average family’s annual income, compared to the television at .8%. The IB will be one-fourth the price of most computer systems and provide the same Internet access speed and quality of a “full-blown” computer system. At this price point, the IB will be competing with discretionary purchases in the appliance category, such as TV's, VCR's, and game systems.The Business 7 Sand Valley Computers Marketing PlanDistributionSVC distributes through three channels. The primary channel is inside tele-sales. This channel receives inbound sales calls generated by print media advertisements and represents 75% of sales. The second channel is through local electronic retail stores. These stores comprise 15% of sales and are primarily sole proprietorships catering to neighborhood residents. SVC supplies this channel with low-cost computers more easily than large manufacturers. The third channel is through independent systems consultants. Systems consultants install computer networks and often serve price-sensitive customers. SVC provides low-priced alternatives for this market.Marketing PersonnelDue to the size of SVC, there is no official Marketing department. The Sales and Marketing Manager, Patty Powers, develops and implements all marketing-related activities. She oversees five tele-sales people and has an administrator to handle vendor relationships.The Business 8 Sand Valley Computers Marketing PlanMacroenvironmental AnalysisEconomic AnalysisThe national economy has been facing inflationary pressures and has been losing momentum for the last two years. The national unemployment rate has been hovering at around 7% within the last year, a relatively high level. However, although stock indices such as the Dow Jones 500 have displayed some volatility in the last year, most experts featured on the High Street Panel in the March 19xx issue of Economic Trends Today forecast relatively stable corporate earnings.On a regional level, the Sand Valley Area has been well insulated from recent economic pressures, mainly due to the area's high-tech growth and concentration. The Sand Street Journal reports continued growth in the area for another five years, outpacing national economic forecasts. In addition, The University of Michigan's Index of Consumer Sentiment reports strong consumer buying patterns for the next 12 months in the Sand Valley Area. Other indicators favoring SVC's entrance in this market are, lower unemployment, rising income, and above average new home building. In sum, the economic indicators portray favorable market conditions.A concern regarding end-user pricing is currency rate fluctuations. Nearly all the components of the IB, as well as existing products, are manufactured overseas, then purchased by both foreign and US owned suppliers. Unfavorable exchange rates could lead to price increases. Most component purchasers are able to avoid this through contracts that lock in prices despite currency fluctuations. However, if extreme changes were to occur, some suppliers could endanger their viability and choose not to ship product, which could result in unfulfilled demand for SVC products. Since SVC is a small entity, this could lead to dissatisfied customers and reduced sales, thereby greatly affecting profitability.Industry AnalysisLeading industry experts from Freeman Musial project stable growth for the personal computer industry of 10% annually for the next five years. Personal computer purchases are seasonal, with nearly 50% of all home computer purchases occurring during the year end holiday season. This seasonality is greatly affected by price which, historically, has been reduced each year because of price reductions of computer components. It has been common practice for the world’s leading microprocessor manufacturer, DataChip, to announce price reductions in September, creating increased computer demand. Business demand follows consumer demand. Middle to large businesses purchase computers when new software applications require upgrades, and when new employees are hired. These purchases are less price sensitive, but 40% are purchased in calendar fourth quarter for budget reasons. With the introduction of the IB, the main business issue facing SVC is the Internet and how it will be used. Currently, the booming trend in the computer industry is the Internet and the World Wide Web. Many businesses are flocking to the Internet because of its vast potential for creating new business models and competitive advantages. The IB fits in well with the design of the Internet, which is simply millions of computers that can communicate with each other. The IB further enables the expanding network through less Macroenvironmental Analysis 9 Sand Valley Computers Marketing Planexpensive machines. Industry reports previously mentioned forecast businesses to increase their investments in network enabled computers, such as the IB. As businesses adopt more Internet machines, more employees will be required to know how to use the Internet and this is projected to carry over into the home.An emerging growth segment involves computer users who will use their computers strictly for Internet or Web access. They will have little need for traditional desktop applications, which require significant hard disk storage and expensive microprocessor speed. Those households that cannot currently afford a PC and have an interest in Web access will be able to afford the IB. Also, an increasing number of US households will own multiple computers. Price will be a major factor in determining IB demand for many households. The IB will help solve this problem. At less than one-fourth the price, lower-income households, public schools, and small businesses will be able to more easily afford the power of the Internet.Margins for computer manufacturers have steadily declined as products have reached commodity status. There is little brand loyalty among standard compatible machines. Currently the industry maintains a stable 10% profit margin. The IB is expected to contribute a 6% margin for SVC.Legal AnalysisLegal and regulatory conditions may affect the uses of the Internet, and how and by whom it is accessed. These conditions have been built into the growth rate projections by the investment house of Freeman Musial, which produces a quarterly Internet Industry Report. Government regulation of the Internet is expected to increase confidence in conducting electronic commerce and actually increase Internet growth. Regulations affecting the telecommunication industry will affect end-user access pricing. It is expected that increased competition will lower prices and increase service quality. However, because of their head start, the major long distance companies will remain the major suppliers over the next several years.Socio-Cultural AnalysisThe Internet is booming. Personal computers will be in 50% of US homes by the end of 1996 and 50% of the US population will be Internet users by 2010. The caveat to these projections will be the social and cultural acceptance of the changing way we gather information and communicate for pleasure and business. The social and cultural barriers to the shifting Internet paradigm is best illustrated by analyzing current users and projecting their future roles in society. Currently, 50% of Internet users are 30 years old or younger. As this segment of the population ages and assumes more powerful decision making roles in US society, the Internet will become a way of life. In addition, the shifting paradigm is occurring more rapidly in the work place, but not without challenges. Shifting to a “paperless” work flow will be difficult for some workers and resistance to the change will occur. However, just as the telephone began as a business-only tool, the Internet and its communication paradigm will evolve beyond people’s jobs and into the home. A question integral to the future of the Internet remains. Will the Internet industry grow as quickly as the analysts think it will? Many touted technologies were predicted to change the way we work or play. A good example is the Personal Digital Assistant (PDA). These devices were predicted to be as common as the telephone today, but they have not caught on. The same thing could happen to the Internet.Technological AnalysisMacroenvironmental Analysis 10 [...]... Marketing Owner, Steve Worker, has set the following marketing goals: − − Maintain current market share percentage in PC product line as industry grows at 10% Establish market share penetration in IB category at same level as PC product line The following table (Marketing Goals) shows monthly marketing goals specifically related to the IB product line Goals 18 Sand Valley Computers Marketing Plan Marketing. .. $17,000 7% Sunny View Weekly Newspaper $0 N/A $0 N/A $17,000 7% 100% $255,000 100% Total Budget Growth Rate Specific Marketing Strategy $145,000 - 100% $163,000 12% 56% 29 Sand Valley Computers Marketing Plan Direct Marketing Strategy Sand Valley Computers does not currently have a direct marketing strategy However, the company plans to begin a targeted direct mailing campaign to customers residing in... School seminar participation $0 N/A $0 N/A $1,500 41% 100% $3,700 100% Total Budget Growth Rate Specific Marketing Strategy $1,700 - 100% $1,870 10% 98% 33 Sand Valley Computers Marketing Plan Specific Marketing Program(s) Product, Branding, Packaging Programs SVC will not have to build extensive product marketing programs The IB product has received a great deal of publicity before and during its production... order businesses cannot offer personalized service and relationships SVC’s other competitors do not enjoy the same level of customer loyalty and repeat business General Marketing Strategy 20 Sand Valley Computers Marketing Plan Specific Marketing Strategy Product, Branding, Packaging Strategy The IB product line is based on high speed Internet access at low prices The specific product will not contain... Service Profitability Standing in Industry Future Potential Seriousness of Competition Market Analysis 15 Sand Valley Computers Marketing Plan Issues and Opportunities Strengths The main weaknesses of Sand Valley Computers are as follows: − Marketing budget SVC cannot afford expensive marketing and advertising campaigns − Small staff Absenteeism and employee turnover severely affect the day to day operations... N/A $5,000 20% Valley City Mailing $0 N/A $0 N/A $4,000 16% Sunny View Mailing $0 N/A $0 N/A $4,000 16% $0 0% $0 0% $25,500 100% Total Budget Growth Rate Specific Marketing Strategy - N/A N/A 30 Sand Valley Computers Marketing Plan Direct Marketing Budget Sales Promotion Strategy Sand Valley Computers generally keeps its sales promotions to a minimum, since its strategy is to maintain everyday low... 1 1 Number of Customers 75 75 140 140 210 210 275 275 325 325 400 400 Overall Market Share # of Products/Services Available Goals 19 Sand Valley Computers Marketing Plan General Marketing Strategy Target Market Sand Valley Computers’ financial and marketing goals will be met by targeting the following segments: Less than average income families in the Sand Valley Area who do not own computers but are... system will not be discounted for seasonality or type of buyer However, some sort of volume discount price structure will be established prior to the product’s introduction Specific Marketing Strategy 23 Sand Valley Computers Marketing Plan Pricing Analysis Description Last Year Dec 1998 This Year Dec 1999 Projection Dec 2000 Total Sales in Dollars $3,500,000 $2,500,000 $1,500,000 Price / Unit $1,200.00... $1,316.37 $1,195.31 $917.95 Total Sales in Units 5,508 7,111 11,112 $1,050.41 $941.80 $722.89 $265.96 $253.51 $195.06 Avg Variable Cost / Unit Avg Contribution Margin / Unit Specific Marketing Strategy 24 Sand Valley Computers Marketing Plan Pricing Analysis Distribution Strategy Sand Valley Computers does all its manufacturing and administrative functions from its warehouse office The company will distribute... computer systems and networks to price-conscious customers It is expected that less than 15% of the IB devices will be sold through this channel Local retail electronic stores Specific Marketing Strategy 25 Sand Valley Computers Marketing Plan The remaining 10% of SVC’s product is distributed through locally owned electronic stores These stores are ”mom and pop“ outlets and cater to their local communities . Contents Sand Valley Computers Marketing PlanGoalsFinancial1 8Marketing1 8General Marketing StrategyTarget Market20Positioning20Specific Marketing StrategyProduct,. table (Marketing Goals) shows monthly marketing goals specifically related to the IB product line.Goals 18 Sand Valley Computers Marketing PlanMarketing